Europe B2C E-Commerce Report 2013

  • September 2013
  • -
  • yStats - Research on International Markets
  • -
  • 199 pages

B2C E-Commerce sales booming in Europe

A double digit growth rate above 10% in Western Europe and above 20% in Eastern Europe is expected for 2013, though this growth rate will decrease by 2017. While the growth rate is higher in the Eastern region, sales are much higher in the more mature Western Europe online market: total E-Commerce sales in Europe amounted to nearly two hundred billion Euros in 2012 and are expected to reach over 300 billion by 2016, but the total for the Eastern region is expected to reach just over 50 billion euros that year. Cross border shopping is a growing trend in the EU, reaching over 10% of online shoppers in 2012, a figure expected to double by 2015.

Western Europe are considered mature B2C E-Commerce markets

B2C E-Commerce sales in the United Kingdom reached a significant double digit figure in billions of Euros in 2012, and further growth is expected. One on the main trends driving online shopping in the UK is mobile commerce: the share of mobile purchases on total B2C E-Commerce sales doubled in 2012. Major online sales players such as Amazon, Argos, Next, and Tesco have a significant share
of traffic generated through the mobile channel.

In France, B2C E-Commerce sales approached half a hundred billion Euros, reflecting double digit growth in 2012. Amazon, Cdiscount, La Redoute and FNAC are among the leading online sellers in France, but the market is diverse, as large players account for over 2/3 of the market, but the top 10 for less than half.

In contrast to the general economic situation in Italy and Spain, E-Commerce has experienced healthy growth in those countries, reaching a double digit figure in billions of Euros. Moreover, Italy is expected to remain the fastest growing market in Western Europe. Cross-border B2C E-Commerce is popular in Spain; consumers there shop online from overseas websites and Spanish online shops sell abroad.

In Central Europe Germany shows double-digit growth in B2C E-Commerce.

In Germany, B2C E-Commerce sales reached several tens of billions of euros in 2012 and showed double digit growth over 2011. As a share of total retail sales, B2C E-Commerce accounted for several percentage points less than 10% in 2012, and the share is expected to increase by one percentage point in 2013. The most used payment methods for online shopping in Germany are invoice and PayPal, a contrast with many other European E-Commerce markets where bank cards are the most popular payment method. US based mass-merchant Amazon is the largest E-Commerce player, while the Germany based Otto Group continues expansion into domestic as well as international B2C
E-Commerce. German online retailers benefit from popularity with shoppers in neighboring Austria.

Eastern Europe sees higher rate of growth in online sales.

B2C E-Commerce in Russia grew by over a quarter in 2012, reaching a double digit figure in billions of euros. Further expansion in the online retail market is expected. Some product categories, such as household goods, cosmetics and auto parts have shown recent growth of over 50%. The clothing segment, including such players as Lamoda and Kupivip, has attracted large investments from overseas as well as domestic investors. The largest online retailer, mass merchant Ozon, increased its sales by a high double digit figure above 50%. The growth of the Russian B2C E-Commerce market has attracted the attention of foreign players, with Asos launching a local website and Amazon opening a local office in the Spring of 2013.

Table Of Contents

1. Management Summary

2. Europe (Regional)

• B2C E-Commerce Sales in Western, Central Europe and Scandinavia, in USD billion and % Change, 2011-2016f
• B2C E-Commerce Sales in Eastern Europe, in USD billion and % Change, 2011-2016f
• Top Countries by B2C E-Commerce Sales, Ranked by 2013f, in USD billions, 2011-2016f
• Top Countries by B2C E-Commerce Sales Growth, Ranked by 2013f, in %, 2011-2017f
• Average B2C E-Commerce Sales per Online Shopper, Ranked by 2013f, by Country, in USD, 2011-2016f
• Online Shopper Penetration in the EU, in % of Individuals, 2010 - 2012 and 2015f
• Online Shopper Penetration in the EU, Top 14 Countries and EU Average, in % of Individuals, 2012 (1 of 2)
• Online Shopper Penetration in the EU, Top 15-28 Countries, in % of Individuals, 2012 (2 of 2)
• Online Shopper Penetration in the EU by Age Group and Gender, in % of Individuals in the Relevant Group, 2012
• Internet User Penetration in the EU, by Country and EU Average, in % of Individuals, 2010-2012
• Top 5 Retail Website Categories, in Thousand Unique Visitors, December 2011 and December 2012
• Most Purchased Online Product Categories in the EU, in % of Individuals, 2011 and 2012
• Share of Cross-Border Online Shoppers on Total Online Shoppers in the EU, in %, 2012 and 2015f
• Confidence in Online Shopping, by Shopping from a Website in Own Country and in Another EU Country, in % of Consumers Who Already Made Cross-Border Purchases and All Consumers, 2012
• Top 10 Retail Websites, by Total Unique Visitors from Europe, in Thousand, December 2012

3. Central Europe

3.1 Germany (Top Country)
• B2C E-Commerce Sales, in EUR billion and % Growth, 2008-2013f
• Share of B2C E-Commerce on Total Retail Sales, in %, 2008-2013f
• B2C E-Commerce Sales, Excluding Services, in EUR billion and % Change, 2009-2012
• B2C E-Commerce Sales, in EUR billion and in % Growth, Q1 2012 vs Q1 2013 and Q2 2012 vs Q2 2013
• Share of B2C E-Commerce Sales on Total B2C E-Commerce and Mail Order Sales, in %, Q1 2012 vs Q1 2013 and Q2 2012 vs Q2 2013
• Most Used Online Payment Methods in B2C E-Commerce, in % of Online Shoppers, H2 2012
• Most Used Online Payment Methods in B2C E-Commerce, in % of Transactions, 2012
• Most Offered Payment Methods in E-Commerce, in % of E-Commerce Companies, 2012
• Most Popular Online Payment Methods in B2C E-Commerce, in % of Online Shoppers and in % of Young Smartphone Users, 2012
• Top 6 Categories of Most Visited Websites, in % Internet Users, June 2013
• Top 10 Most Popular Online Activities, incl. Online Shopping, in % Internet Users, May 2013
• Product Categories Most Purchased Online, in % of Internet Users, 12 Months to February 2013
• Turnover of B2C E-Commerce Product Categories, in EUR million and in % Growth, Ranked by 2012, 2011 and 2012
• Top 5 Product Categories in B2C E-Commerce and Mail Order, by Sales, in EUR million, Q1 2013 and Q2 2013
• Top 10 Online Shops by Audience Reach, in %, incl. Number of Visitors, in millions, January 2013 and July 2013
• News about B2C E-Commerce Players, 2013

3.2 Austria
• B2C E-Commerce Sales of Goods, in EUR billion, 2007, 2011 and 2016f
• Online Shoppers, by Age Group, in % of Individuals, May-June 2011 and April-June 2012
• Internet Users, by Age Group, in % of Individuals, May-June 2011 and April-June 2012
• Most Used Online Payment Methods in B2C E-Commerce, in % of Transactions, 2012
• News about B2C E-Commerce Players, 2012 and 2013

3.3 Switzerland
• B2C E-Commerce Sales, in CHF billion, 2006, 2008, 2010 and 2012
• Share of B2C E-Commerce on Total Retail Sales, in %, 2009-2012
• Breakdown of B2C E-Commerce Sales by Product Category, in %, 2010-2012
• Most Used Online Payment Methods in B2C E-Commerce, in % of Transactions, 2012
• News about B2C E-Commerce Players, 2012 and 2013

4. Western Europe

4.1 UK (Top Country)
• B2C E-Commerce Sales, in GBP billion and % Growth, 2011-2017f
• B2C E-Commerce Sales, in GBP billion, 2012 and 2013f
• M-Commerce Sales, in GBP billions and in % of B2C E-Commerce Sales, 2011-2017f
• Share of M-Commerce on B2C E-Commerce Sales and Share of Mobile Visits on Total Visits to B2C E-Commerce Websites, in % of Total, 2010 - 2012

• Share of M-Commerce on Total B2C E-Commerce Sales, in %, Q4 2012 and Q1 2013
• Most Preferred Payment Methods in B2C E-Commerce, in % of Online Shoppers, Q3 2012
• Payment Methods Used in M-Commerce, in % of Mobile Shoppers, Q3 2012
• Product Categories Purchased Online, in % of Individuals, 2011and2012
• Share of Satisfied Online Customers on Total Online Customers, in %, July 2012 -January 2013
• News about B2C E-Commerce Players, 2012 and 2013

4.2 France (Top Country)
• B2C E-Commerce Sales, in EUR billion, and in % Growth, 2009-2012
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• Share of B2C E-Commerce Sales on Total Retail Sales, in %, 2012
• Most Preferred Payment Methods in B2C E-Commerce, in % of Online Shoppers, Q3 2012
• Payment Methods Used in M-Commerce, in % of Mobile Shoppers, Q3 2012
• Products and Services Most Purchased Online, in % Internet Users, December 2012 to May 2013
• Top 10 Most Visited E-Commerce Properties, by Total Unique Visitors, in thousand, June 2013
• Top 15 Most Visited E-Commerce Websites, ranked by Average Monthly Visitors, in millions, Q1 2013
• Top 10 E-Commerce Players, by Reach of Online Shoppers, in % of Online Shoppers, 6 Months to May 2013
• Investments Intention of E-Commerce Companies, by Category, in % of E-Commerce Companies, April 2013
• Share of B2C E-Commerce Companies Engaged in Export, in % of Total B2C E-Commerce Players, by Country of Destination, April 2013
• News about B2C E-Commerce Players, 2012 and 2013

4.3 Belgium
• Share of Online Shoppers on Total Consumers, in % Consumers, 2011and2012
• Share of Cross-Border Online Shoppers, Compared to EU Average, in % of Individuals, 2012
• Product Categories Purchased Online, in % of Individuals, 2011and2012

4.4 Iceland
• Share of Online Shoppers on Total Internet Users, in %, 2010-2012
• Goods and Services purchased Online, in % of Online Shoppers, 2011 and 2012

4.5 Ireland
• Online Shoppers, by Age Group, in % of Individuals, 2011 and 2012
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012

4.6 Italy
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• B2C E-Commerce Sales from Local Websites, in EUR billion and in % Growth, 2010-2013f
• Breakdown of the Last B2C E-Commerce Purchase, by Payment Method, in % of Online Shoppers, 3 Months to February 2013
• Breakdown of the Last B2C E-Commerce Purchase, by Product Category, in % of Online Shoppers, Q1 2013
• News about B2C E-Commerce Players, 2013

4.7 Luxembourg
• Enterprises Which Received Online Orders, 2009-2012
• Product Categories Purchased Online, in % of Individuals, 2011and2012

4.8 Netherlands
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• B2C E-Commerce Sales, in EUR billion and % Growth, 2008-2012
• Share of B2C E-Commerce on Total Retail Sales, in %, 2008-2012
• Breakdown of B2C E-Commerce Sales, by Product Category, in %, 2012
• B2C E-Commerce Sales, by Product Category, incl. Clothing, in EUR million, and in % Growth, 2011-2012
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012
• Likelihood of Visiting Comparison Shopping Sites, in Composition Index Unique Visitor, by Gender and Ages, May 2013

4.9 Portugal
• Share of Online Shoppers on Individuals, in %, Compared to EU Average, 2012
• Share of Online Shoppers on Internet Users, in %, Compared to EU Average, 2012
• Top 3 Most Visited E-Commerce Websites, in Million Total Unique Visitors, Q1 2013

4.10 Spain
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• B2C E-Commerce Sales, in EUR billion and in % Year-On-Year Change, Q4 2010 - Q3 2012
• Number of B2C E-Commerce Transactions, in million and in % Year-on-Year Change, Q4 2010 - Q3 2012
• Breakdown of B2C E-Commerce Sales, by Within Spain, From Spain to Other Countries and from Other Countries to Spain, in %, Q3 2012
• Breakdown of the B2C E-Commerce Sales, by Categories of Products and Services, in %, Q3 2012
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012
• Most Preferred Payment Methods in B2C E-Commerce, in % of Online Shoppers, Q3 2012

5. Eastern Europe

5.1 Russia (Top Country)
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• B2C E-Commerce Sales, in RUB billion, 2011-2012
• Breakdown of B2C E-Commerce Sales, by Product Categories, in %, 2012
• Breakdown of B2C E-Commerce Sales, by Product Categories, in %, 2011 and 2012
• B2C E-Commerce Sales, by 12 Selected Product Categories, in RUB billion, 2012
• Top 11 Online Product Categories by Growth in B2C E-Commerce Sales, 2012
• Number of Orders Placed Online Daily, by Product Categories, in thousands, 2012
• Share of Cross-Border Online Shoppers, on Total Online Shoppers, in %, February-March 2013
• Top 10 Online Shops, Ranked by 2012 B2C E-Commerce Sales, in RUB billion
• Top 11-20 Online Shops, Ranked by 2012 B2C E-Commerce Sales, in RUB billion
• B2C E-Commerce Market Overview and News about Players, 2012-2015f

5.2 Bulgaria
• Online Shopper Penetration, by Regions, in % of Individuals, 2012
• Products Purchased Online, by Product Category, in % of Online Shoppers, 2012

5.3 Croatia
• Online Activities of Internet Users, in million Internet Users, 2011

5.4 Czech Republic
• B2C E-Commerce Sales, in CZK billion, and in % Growth, 2007-2013f
• Share of B2C E-Commerce on Total Retail Sales, in %, 2007-2012
• Online Shopper Penetration, in % of All Individuals and Internet Users, 2005-2012
• Online Shoppers, by Age Group, in % of Individuals in the Relevant Group, 2012
• Most Purchased Online Product Categories, in % of Online Shoppers, 2012
• Mobile Internet Activities, incl. Buying Goods and Services, in % of Mobile Users, 2012
• News about B2C E-Commerce Players, 2012 and 2013

5.5 Estonia
• Value and Volume of E-Commerce Transactions, by Debit and Credit Cards, in EUR million and in thousands, 2011 and 2012
• Product Categories Purchased Online, in % of Online Shoppers, 2011 and 2012
• E-Commerce Companies, by Sales Groups, in % of E-Commerce Companies, 2012
• Share of Internet Pure Players on Total E-Commerce and Retail Wholesales Companies, in %, 2011and2012

5.6 Greece
• Share of Online Shoppers, on Total Internet Users, in %, Q1 2008-2012
• Breakdown of Online Shoppers, by Gender and Age Group, in %, Q1 2012
• Most Purchased Online Product Categories, in % of Individuals, 2011 and 2012
• Products purchased Online, by Product Category, in % of Online Shoppers, April 2010-March 2011 and April 2011-March 2012

5.7 Hungary
• B2C E-Commerce Sales, in HUF billion, and in % Change, 2011-2013f
• Share of B2C E-Commerce on Total Retail Sales, in %, 2011 and 2012
• Breakdown of B2C E-Commerce Sales, by Payment Method, in %, Q3 2012
• Most Purchased Online Product Categories, in % of Individuals, 2011 and 2012

5.8 Latvia
• Regular Internet Users, by Age Group, in % of Individuals, 2012
• Most Purchased Online Product Categories, in % of Individuals, 2011 and 2012

5.9 Lithuania
• Internet Users, by Age Group, in % of Individuals in the Relevant Age Group, Q1 2011 and Q1 2012
• Online Shopper Penetration, by Age Group, in % of Individuals, Q1 2011 and Q1 2012
• Online Activities, in % of Internet Users, Q1 2012
• Most Purchased Online Product Categories, in % of Individuals, 2011 and 2012

5.10 Macedonia
• Internet Users, by Age Group, in % of Individuals, Q1 2012

5.11 Poland
• Share of Online Shoppers, on Total Internet Users, in %, 2012
• Share of B2C E-Commerce on Total Retail Sales, in %, 2012
• Top 4 Payment Methods Used in Online Shops, in % of Internet Users, 2012
• Top 10 Most Visited E-Commerce Websites by Audience Reach, by Number of Visitors, in millions, incl. Audience Reach, in %, July 2012 and July 2013

5.12 Romania
• B2C E-Commerce Sales, in EUR million, 2012and2013f
• Share of B2C E-Commerce on Total Retail Sales, in %, 2012

5.13 Slovakia
• Most Purchased Online Product Categories, in % of Individuals, 2011 and 2012
• Leading Online Retailers, by Market Share, in %, 2012

5.14 Slovenia
• Share of Online Shoppers on Individuals, Compared to EU Average, in %, 12 Months to May 2013
• Regular Internet Users, in % of Individuals, 2008-2012
• Share of Individuals Shopping from Slovenian Online Shops and from Online Shops Based in Other EU Countries, in %, 12 Months to May 2013
• Most Purchased Online Product Categories, in % of Individuals, 2011 and 2012

5.15 Turkey
• E-Commerce Sales, in TRY billion, and % Growth 2008-2012
• Share of E-Commerce on Total Retail Sales, in %, 2007-2012
• B2C E-Commerce Physical GoodsTurnover, by Product Category and Total Physical Goods, in TRY million, 2012
• B2C E-Commerce Services Turnover, by Category and Total Services, in TRY million, 2012
• Share of B2C E-Commerce Sales, on Total Retail Sales, by Product Category, in %, 2012
• News about B2C E-Commerce Players, 2012 and 2013

5.16 Ukraine
• B2C E-Commerce Sales, in USD billion, 2011-2013f
• Share of B2C E-Commerce on Total Retail Sales, in %, 2012
• Most Purchased Online Product Categories, in % of Total Online Purchases, 2012
• Internet Users, in millions and in % of Total Population, 2008-2012

6. Scandinavia

6.1 Sweden
• B2C E-Commerce Sales, in SEK billion, 2008-2012
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• B2C E-Commerce Sales of Selected Product Categories, in SEK billion, 2012
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012
• News about B2C E-Commerce Players, 2012 and 2013

6.2 Denmark
• B2C E-Commerce Sales, in DKK billion, 2011and2012
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• Online Shoppers, by Age Group, in % of Individuals, 12 months to June 2012 and June 2013
• Customers Using Laptop When Shopping Online, on Total Online Shoppers, in %, 2012
• Share of Online Shoppers Buying from Foreign Online Store, Compared to EU Average, in % Online Shoppers, Q2 2013

6.3 Finland
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012
• Top 5 Retail Websites, Ranked by Total Unique Visitors, incl. Total Retail, in % Growth, Average Minutes Per Visitor and Average Pages Per Visitor, 2012
• Most Purchased Online Product Categories, in % of Online Shoppers, Ranked by 2012, 2008-2012
• Most Used Payment Methods in E-Commerce, in % Online Shoppers, Q2 2013

6.4 Norway
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012
• Top 5 Retail Websites, Ranked by Total Unique Visitors, incl. Total Retail, % Growth, Average Minutes Per Visitor and Average Pages Per Visitor, 2012

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